浅析如何提高转移成本 提升客户的忠诚度

How to Improve Transfer Cost and Boost Customer Loyalty

传统的营销活动具有极强的“征服性”（Conquest）特征，企业希望征服竞争者，征服顾客，征服市场，从而维持和推动自身发展。在市场规模迅速扩大，市场需求急剧膨胀的时期，花费大量资金不断赢得新顾客，以产品的市场份额优势促进企业经营是较为有效的营销策略。然而，对已经饱和的钢铁市场来说，这一营销策略只能令经营者失望。钢铁企业应着重研究客户的满意度和忠诚度，努力提高客户的转移成本，培养一批对企业产品高度忠诚的长期顾客和终身顾客，以较低的营销成本，较高的营销效率创造良好的企业经营业绩。

Traditional marketing camaign has strong conquest in which an enterprise hopes to conquest the custermers and the market in order to maintain and push itself development. With the market keeping growing and demands of the market expansion, it is an effetive marketing camaign for an enterprise to spend large sum of funds gaining new clients and promoting the management with the share of the market. However, for the saturated market, the camaign is disappointed. We should study the customer satisfaction and loyalty to improve transfer cost, cutivating loyal long-term customer and the customer for life. Higher marketing efficiency with lower cost can create sound performance.